A full scope design project

peggy’s pretzels

This venture has allowed me to blend my creative instincts with a newfound appreciation for the artistry and craftsmanship that goes into both crafting delicious pretzels and a successful business. As the owner, designer, baker, etc I have chosen to highlight my design, execution, and use of our service truck as I believe it showcases my ability to learn, creatively problem solve, and dedication.

THE INSPIRATION

I am the type of person to have a crazy idea and need to see if I can actually accomplish it. So, when I was trying to organize a party and noticed I could not find an affordable, creative, and straightforward catering option in my area; I knew there was something to be done. I began researching … a lot of research.

What were the catering options in my area?

How much did they charge?

What was the health permit policy for my county?

How much does a food truck cost?

Who is booking catering and For what events?

THE PLAN

After months of interviewing my community, budgeting, collecting surveys, attending local policy seminars, and touring commercial spaces; I was able to develop a full business plan. A soft pretzel food truck catering business focused on creativity and sustainability.

THE PIVOT

Once I had my initial concept I knew I needed to start ideating. Branding, recipes, procedures, and what I thought would be a food truck.

After deep diving into the cost to build, maintain, and store a food truck I knew that was simply out of budget.

I had to really get creative in order to find a unique, code-adhering, and functional way to sell and distribute our goods. From research, I knew it needed to be adaptable for different size events.

THE DESIGN

I bought a 1993 suzuki mini truck and began the process of converting it to what I coined as a “display truck”. Essentially, the truck became a glorified service table. Since no food was being cooked in or on the truck, we were able to save nearly $100,000 in permitting, building, and storage fees.

So why even have a truck at all? From my research, I knew I was going to need a way to distribute the food quickly and efficiently at large-scale events, keep food warm, as well as provide the user with a unique and memorable experience.

As I designed and started building the truck I truly learned so much. However, I am assuming if you’re still reading, it is likely you’re not as interested in my polishing or upholstery skills. However, having to learn on the fly, overcome obstacles, manage a project, negotiate with vendors, follow a budget, and being able to execute an idea are all qualities I am proud to bring with me and apply to all of my work.

Day 1.
Concept.
Framing.
Walls + Wings.
upholstery.
Details.
Proof of concept.
Painting.
Interior.
Initial events.
Spinning table.
Final.

THE EXECUTION

Peggy’s Pretzels quickly grew and we had the privilege of working with remarkable companies such as Facebook, Google, Ebay and Meta, creating viral content reaching millions, and serving thousands of pretzels every month.

My hands-on experience across all aspects of the business provided a unique perspective on leadership, teamwork, and creative direction.